Presented to: Prof. Shashank Mehra

Presented By: Group – 9

Atindra Kundu

Mrityunjay Das

Sadhana Devi

Shantanu Bera

Som Subhra Das

India’s advertising industries and top 10 advertising companies – Global and India

DEFINITION:

Advertising is the non-personal communication of information

usually paid for and usually persuasive in nature about

products, services or ideas by identified sponsors through the

various media.

FUNCTION:

Stimulates demand.

Strengthens other promotion mix elements.

Develops Brand preference.

Cuts Costs.

Lower Prices.

Competitive Weapon.

Types of Advertisement Medium

Electronic Advertising– Radio, TV, Internet.

Print Advertising– Newspaper, Magazines.

Outdoor Advertising– Hoardings, Bill Boards.

Types of Advertising:

Surrogate Advertising.

Proof Advertising.

Emotional advertising.

Financial Advertising.

Gorilla Advertising.

In Store advertising.

History of World Advertising:

The first advertisement was done in 1472.It was a handbook.It was printed in English.It was an announcement of a prayer book for sale.The first newspaper add appeared in the 17th century

offering a reward for finding 12 stolen horses.The first advertising agency, VOLNEY B. PALMER, was

opened in Philadelphia in 1841.The oldest American advertising agency is J. Walter

Thompson.

Entry of other Medium

In 17th century, classified adds were appearing frequently in

England's news weeklies.

Later on coloured advertisements appeared in the late 19th

century.

Radio became a commercial medium in the 1920’s.

Television became a commercial medium in the year 1950

and still now continuing today by aggressively dominating

the rest of all .

Advertising Agency

An advertising agency is an independent organization set up to

render specialized services in advertising particular and

marketing in general.

Creates add films/ Designs the print adds.

Prepare slogans, brochure and logos.

Also issues press releases for upcoming programmes events, as

well as products.

Chooses the best media available.

History of Indian Advertising

1800 – Classified Advertising.

Adds appeared for the first time in print in Hickey’s Bengal Gazette (India’s First

Newspaper).

1905 – B.Dattaram and co. claims to be the oldest existing Indian agency in

Girgaum in Bombay.

1920 – Enter the first foreign owned add agencies JWT.

1970 – Concept of commercial programming accepted by All India Radio.

1976 – Commercial television in initiated. Bombay Deying becomes the First

Colour TV add.

1990 – marks the beginning of the new medium internet.

Pre IndependencePress advertisements – largely imported

goods which had reached Indian shores

1930’sThe talkies and radio emerge as media Colour movies

1940’s2nd World WarFamineFight for Independence

1950’sWatershed years for Indian advertisingIndustrial revolution in the Nehruvian era1st survey of the rural market (Wood)Burmah Shell vans used for advertisingCinema advertising beganKolkata gets the privilege of India’s first ad clubLeading ad agency - Press SyndicateNational created the Murphy baby

1960’sIndia’s first Advertising Convention (1960)Advertising to to be Indian in thought and

contentShift to marketing orientationProfessionalisation within agencies1st Asian Advertising Congress at New DelhiResearch data generated

Cont’dMRI (Market Rating Indices)Shop AuditsNRS I and IICreativity was emphasised Photography find increasing useSocial marketing

1970’sMedia boomSpecial magazines2nd Asian Advertising Congress at New DelhiLifestyle studies, positioningRural marketing

1980’s Indianisation of western advertisingPublic sector advertisingExpansion and diversification of

agenciesAug 15th 1982 – Colour TV introducedRadio commercials introducedNRS III by IMRBColour Printing more popular

Cont’dRegional broadcasts, expansion of radio Formation of Indian chapter of

International Advertising AssociationFormation of ASCIAdoption of a new codeConcept of sponsored programmes on TV

1990’sNRS IV ( 2 surveys – ORG and IMRB-MARG)Niche magazinesEmphasis on Direct marketingSatellite TVCNN – 1st channel to be beamed to IndiaStar bouquetZee bouquetDD Metro to counter satellite channels

Cont’dDD Audience surveys Movie channels and pay channelsFM RadioEmphasis on Brand EquityInternationalisation of AdvertisingNRS VIRS surveyConsumer Tracking and Satisfaction

studies

2000NRS VICASInternationalisation of domestic agenciesNet AdvertisingThe role of the advertising agency –

changing to that of a marketing consultant

Major Add Agencies of India

Ogilvy & MatherJWT Mudra Communications FCB Ulka Advertising Limited Rediffusion DY & R McCann Erickson India Limited RK Swamy BBDO Advertising Limited Grey Worldwide (India) Private LimitedLeo Burnett India Pvt. Ltd.Contract Advertising India.

Worlds top 10 Advertising Companies

AmerediaArnold WorldwideBBDODoyle Dane BernbachGoodby Silverstein & PartnersN.W. Ayer & SonOgilvy & MatherSaatchi and SaatchiPartnership AdvertisingWieden+Kennedy

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